Vitamins in the Mass Market: Costco’s Perspective

Dietary supplements accounted for 45% of the $1.16 billion in OTC sales sold through Costco stores in the U.S. last year. Vitamins (including multivitamins and single-letter vitamins) accounted for 18% of the $1.16 billion and had single-digit growth. Kirkland Signature, Costco’s private label, accounted for 23% of vitamin sales, while brand names comprised 77% of vitamins sold through the 346 U.S. Costco warehouse stores. Including another 125 international

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